Director of Social Growth, Flo

• Proven track record in social media and influencer-led growth
• Experience driving lower-funnel metrics through social: installs, revenue, ROAS
• Strong user acquisition mindset
• Leadership experience managing cross-functional teams
• History of scaling social and creator programs with measurable results
• Deep understanding of the creator economy and emerging platforms (genAI)
• Deep knowledge of “TikTok SEO” and sustainable content-driven organic growth in TikTok
• Agile and experiment-first mindset

Desirable

• We’re looking for a strategic, performance-driven Director of Social Growth to lead Flo’s influencer, creator, and organic social media strategy
• You’ll own and scale a high-impact growth engine across influencer partnerships and social platforms, working at the intersection of community, brand, and revenue
• This is not a traditional comms or PR role
• We’re looking for someone who sees social as a performance lever — someone who is obsessed with installs, revenue, and ROAS, and knows how to build and lead teams that drive real business outcomes
• Owning Flo’s influencer and brand partnership strategy end-to-end — from opportunity identification to measurement, aligned with installs, engagement, and revenue
• Developing scalable programs with lifestyle creators that drive both brand affinity and direct response
• Building and maintaining a pipeline of high-performing creators and advocates across key markets
• Negotiating performance-aligned contracts with influencers, balancing Flo’s brand and growth objectives
• Leading ambassador programs and nurturing long-term relationships with top creators
• Managing and scaling Flo’s organic social media presence across platforms like TikTok, Instagram, and YouTube
• Leading the Social Media and Influencer teams, setting clear performance goals and mentoring team members
• Developing content strategies that align with growth, engagement, and sentiment goals
• Collaborating with Brand & Comms, Growth, and Content teams to ensure unified messaging across paid, earned, and owned channels
• Providing the Growth team with high-performing UGC, testimonials, and social proof to feed into paid and lifecycle channels
• Your targets
• Achieve 100%+ ROAS on Spark Ads and other paid influencer formats
• Maintain a blended CPI lower than $X in test markets
• Source 20-30 top-performing influencer videos/month for reuse in UA campaigns
• Grow Flo’s TikTok and YouTube share of voice for key search terms (e.g. “Flo app”)
• Drive 10–20% increase in organic installs from influencer and social sources in English-speaking markets
• Increase organic reach and engagement on core social channels
• Improve brand sentiment and user perception across social platforms
• Build a high-performing, data-literate social and creator team that’s tightly aligned with business KPIs